题型:阅读理解 题类: 难易度:普通
广东省茂名市信宜市2023-2024学年高一下学期4月期中考试英语试题
Music is all around us. It's an accessible and popular art form which accompanies our daily lives. Advertisers have long understood the popularity and emotional power of music and capitalized on it. They spend much time and money securing the right soundtrack (配乐) for an advertisement in order to boost sales. For example, Microsoft spent a reported US$3 million using Start Me Up as part of their advertising campaign for Windows 95.
As one researcher puts it, "Music expands pictures and colors words, and often adds a form of energy available through no other source." This is supported by other studies, which suggest that music matching the main message of an advertisement has a positive effect on consumer engagement. This is known as "musical congruity" and can result in better attention, a positive emotional response, finally improving the effectiveness of an advertisement.
Take the simple but interesting advertisement for Air France, with the soundtrack of Mozart's Piano Concerto No.23, for example. It projects greatness and elegance in the hope that viewers will associate those qualities with the airline. The research, which looked at hundreds of viewer comments about the music used in advertising, suggested it was successful.
Music is also effective at arousing (唤醒) emotional memories in advertisements creates associations with consumers' past experiences. A good choice of music allows businesses to tap into this nostalgia for commercial benefit.
However, the use of popular music in advertising can also arouse arguments between artistic effort and commercialism. Some people believe a work of art shouldn't be used for the pursuit of profit. The findings of study showed that consumers sometimes passionately oppose the use of music produced by respected musicians in advertisements, as they believe that it destroys the aesthetic integrity (美学完整性). For example, Nike's use of the Beatles' song Revolution was seen by some as using John Lennon's music to sell shoes. It made some Nike wearers so angry that they refused to buy the products.
试题篮